Old Spice in a New Way

The male fragrance market is pretty saturated. Who has not watched the funny cool ads about the Axe effect, or seen any of the prints for Aqua di Gio.

And amongst all that fragrant hotness, how many people really liked or bought Old Spice?

Personally I think the brand was a bit outdated, the cool factor was gone, and even the packs of the products were  tad antique-looking. Until now:

As you see Old Spice has reinvented itself with an amazing viral marketing campaign. It’s all over the internet, and people are “loving it”. The Old Spice YouTube Channel is funny, sassy, and sexy, just as the ad. The clever sense of humour in the ads make you want to watch them  over and over again, and the handsome funny actor is just adding to the overall coolness, with his perfect enunciation and inflection.  All the other ads on the channel are funny too. However they have a little scent of the Axe ads in them, pun intended.

Also great PR on their part-  Isaiah Mustafa (the hot actor from the ad) was on Ellen’s Show. He was very pleasant and funny, and talked a bit for about the scenes. The ad is one long shot, and they had to shoot it more than 80 times. It was all worth it though.  Great final result.

On a final note I love that the ad above is talking to the ladies. It is not a macho, “yeah I’m a man! Grr!” aggressive type of an ad, it is subtle in its macho-ness presenting “what women want”, with a clever wink to the guys.

Great job Old Spice!

Twitter Almighty- Conan Turns a Michigan Girl Into A Celeb

Due to the academic sprit that has been haunting my being in the past few weeks (due to the looming deadline of my dissertation proposal) I have been thinking of case studies, examples, anecdotes, happenings, and even mishappenings, that are connected with establishing a personal brand-self-celebrity status via the mighty means of social media. Or in a simple sentence- what does it take, to make it in Web 2.0?

Excitingly I will say- luck.

After much noise and trepidation, Conan O’Brien as many know is not without a show, or as his twitter bio says: “I had a show. Then I had a different show. Now I have a Twitter account.”

After a few funny, but kind of pointless tweets, Conan tweeted:

From this point on, indeed the life of Sarah Killen from Michigan, or @LovelyButton on Twitter has been dramatically changed. She now has over thirteen thousand, yes that is 13,000 followers on Twitter- compared to 3 (three) pre-Conan.

Sarah tweeted: @LovelyButton: everyone wants to know how many followers I had pre- Conan. The number you are looking for is 3. lol

So the outreach she could get expanded in more than a geometrical progression, which for a girl whose bio says: I love to smile and have fun in life. I think that anyone and anything can be forgiven and we should all just love and be” is great because we need more sunny and positive people to be heard and followed.

And not only this, because the number of followers is not precisely a measure of “making it”, Sarah is now on the MTV news. Watch the video at :

Her name is all over the news, YouTube and Twitter. And she was sent freebies (e.g. a mac computer) and perhaps a wedding dress by Kelima K.

Sarah being a sweetheart tweeted:

This is great. My little heart warms up that miracles like that happen, and a Tweet such as “Sarah likes Twizzlers and craves cantaloupe. I like Raisinets, but melon feels creepy in my mouth. Twitter pals 4 eva! :)” can change  someone’s life (perhaps for the better) forever.

This is the power of Twitter and social networking, it happens instantly, and brings avalanche-like results and consequences. Now everything Sarah says or does will be in the news. She interviewed with the LA Times telling her story. Conan created a phenomenon- a complete stranger, turned into celebrity for less than 24 hours. A well planned PR plot, or a sincere congeniality- the important thing is that one girl’s life in Michigan is being transformed.

And this is the power of Twitter. A Cinderella-like story, that is a great case study, hopefully it will be all for the best and would not turn into a farce. As for now l hope Sarah enjoys the situation, and keeps her positive outlook, no matter what happens in future.

Grad-school revised

I am a graduate student, I am completing my MSc in International marketing in one of the top 25 (ranked 22) schools in the WORLD! What do you read, when you see that? Kick ass preparation, ready for life, give me a project and I will kick ass! Ummm… sorry, not really.

So far the actual preparation for real life management has been, let’s say… in the words of a dear friend of mine: “meh”.

I was studying for my market structure and competition exam today and I was reading about the broadening of marketing and how the theory is shifting from a product dominant logic to the service dominant model. There was it- co-creation of value, so important in… 2 slides… and then a whole semester of dry boring theory that contributed nothing to my real world preparation for bad-ass-future-pr-ness. I think there is something wrong in education today… I am learning more from the blogs that I am reading, and the YouTube videos that I am watching than from my teachers.

For a whole semester we have not even mentioned concepts like – social media, the power of buzz, YouTube,  even the internet… How come this is a world level marketing program if we are talking about articles from the 70’s and 90’s and wasting classes talking about the Structure-Conduct-Performance model, to only have our lecturer tell us after the whole class that this model is not used anymore, and it is outdated?! really!?!?

Granted we have to know theory. No doubt about it. I like my theory, I like perspectives and different lenses through which one particular case can be viewed and examined, but seriously… we need something more. Marketing changes so quickly, there are so many innovations, and so many ideas up in the air at all times that we need to be able to find them, to appreciate them, to create them.

I was looking at the T-mobile campaign that was created in the past year: T-mobile: Life is for sharing

It is all about the buzz, the co-creation of experience, co-creation of value, people participating, having fun.  They are not consumers in the rational marketing sense; they are partners, participants… allies in producing something extraordinary. Marketing is not about selling a product anymore, it is not even about creating a service, it is about awareness, visibility, and mainly ability to create, pursue, and carry out ideas that are catchy, and likable. That is what social marketing is about. Putting the” social” part in, is so important, and there are so many great resources… it is sad and a pity that we are not even covering the basic idea of buzz, consumer relationship or reviewing groundbreaking ideas and campaigns as part of our curriculum.

Evian babies

Because as seen in the Evian ad, it is not about the water, it is about the fun, the catchiness, the sole idea that this ad was seen by several million people, and sent across the globe several times. There is a way to learn to do that, to think like that, to be outside the box as much as possible, but definitely we are not getting it here and now. And we should.

I stumbled upon the OraBrush ads on YouTube. It is genius. It covers all bases, it is interactive, innovative, funny, educational… I will order the product myself…. But hey, they give it for free if you visit the website and join the Facebook group and invite your friends to view the fan-page. Genius! They even have iPhone apps, they place their ads on YouTube, they use humor, have consumer feedback… yes, I know, I know… we can’t learn how to do that in school, there is no scheme to how to create a creative campaign that is groundbreaking… they can’t teach genius into me… but honestly I think programmes, especially graduate programmes in marketing should put bigger emphasis on what is going on right here, right now. It is not that hard.

Schools should nurture creativity, and enable people to create ads with LED sheep, and not cable-tv infomercials! No one needs the next snuggie afterall.